Adobe Accelerates Data-Driven Personalization at Scale with Adobe Experience Platform Innovations
26 Marzo 2024 - 10:00AM
Business Wire
- The new Adobe Experience Platform AI Assistant provides a
conversational interface that can answer technical questions and
will simulate outcomes, automate tasks and generate journeys and
audiences across Adobe Experience Cloud applications
- Federated Audience Composition allows teams to connect data
directly from enterprise data warehouses to augment real-time use
cases while minimizing data copy
- Real-Time Customer Data Platform Collaboration will provide
seamless workflows for advertisers and publishers to collaborate on
discovering, reaching and measuring high-value audiences with
customer privacy at the core
Today, at Adobe Summit – the world’s largest Digital Experience
Conference – Adobe (Nasdaq:ADBE) announced major Adobe Experience
Cloud innovations that enable brands to unify customer data across
their organization, a necessary ingredient to implement and derive
value from generative AI. Adobe Experience Platform provides a
single view of customers across every channel, allowing AI to
analyze data and deliver actionable insights in real-time. Brands
can then drive activation across marketing channels with
applications built on Adobe Experience Platform and deliver true
one-to-one personalization.
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Preview of AI Assistant. (Photo: Business
Wire)
Adobe is uniquely positioned to provide the solutions required
to enhance data management, given the scale of the profiles,
campaigns and interactions processed by Adobe Experience Platform,
including 40 petabytes of data, 5 billion edge interactions per
day, and 17 trillion segment evaluations per day under 100
milliseconds—99.5% of the time.
Major releases announced today include an upcoming Adobe
Experience Platform AI Assistant that supercharges the productivity
of experience practitioners and democratizes access to extended
teams through a conversational interface, federated audience
composition that enables brands to make high value data residing in
enterprise data warehouses actionable within customer experience
workflows and without the need to move or copy the data into Adobe
Experience Platform, and first-party data activation capabilities
in Adobe Real-Time Customer Data Platform (CDP) that enable
collaboration between advertisers and publishers.
“Brands have relied on Adobe Experience Platform and Adobe
enterprise applications to deliver personalization at scale, an
imperative that is greatly accelerated in the era of generative
AI,” said Anjul Bhambhri, senior vice president, Adobe Experience
Cloud. “Adobe Experience Platform innovations such as an AI
Assistant powered by generative AI enables brands to understand
individual customer context and generate tailored omnichannel
experiences. This increases productivity and boosts experimentation
of new ideas, all while ensuring brands adhere to strict governance
and security controls.”
“At NBCUniversal, we are always looking for new ways to make our
TV and streaming platforms more effective for advertisers,” said
Ryan McConville, EVP, Ad Platforms & Operations, NBCUniversal
Advertising & Partnerships. “One of the ways we are doing that
is through increased first-party data collaboration, which helps us
personalize ad messages and measure campaign results in a way that
is sustainable with the deprecation of the cookie and other 3rd
party signals. We’re excited to partner with the Adobe Real-Time
CDP, a platform that allows us to conduct this joint effort in real
time, so we gain rapid insights, activate campaigns and measure
results faster and more accurately than ever before.”
Adobe Experience Platform AI Assistant
The Adobe Experience Platform AI Assistant enables brands to
supercharge the productivity of experience practitioners,
democratize access to extended teams and unleash new ideas. This is
made possible through a simple conversational interface that can
answer technical questions and will automate tasks, simulate
outcomes and generate new audiences and journeys within Adobe
Experience Cloud applications such as Adobe Real-Time CDP, Adobe
Journey Optimizer and Adobe Customer Journey Analytics.
Adobe Experience Platform AI Assistant brings this to life with
generative AI and Generative Experience Models, which captures
Adobe product knowledge and insights based on an organization’s
unique data, campaigns, audiences and business goals—all in a
brand-safe way and with a privacy-first mindset.
Adobe Real-Time CDP Collaboration: The Next Frontier of
Customer Data Management
Marketers have relied on third-party cookies to glean insights
that support advertising campaigns and personalization. In a world
without third-party cookies, brands need new ways to discover,
reach, and measure high-value audiences. A new offering in the
Adobe Real-Time CDP product portfolio, Real-Time CDP Collaboration
empowers teams to make the most of their first-party data and
safely collaborate with trusted partners in a privacy-centric
manner. Marketers can discover and reach high-value audiences,
activate campaigns and measure advertising effectiveness all
without the need for third-party cookies.
To enable successful and scalable collaboration for brands,
Adobe is offering a flexible approach, allowing customers to
securely leverage data from any source including Amazon Web
Services (AWS), Databricks, Google, Microsoft Azure, and Snowflake,
among others. In addition, identity partners such as Acxiom,
Blockgraph, Experian, LiveRamp, Merkle and Unified ID 2.0 will help
brands scale their audiences.
Adobe is partnering with NBCUniversal as the first publisher to
allow brands to discover and reach audiences with the media
entertainment company’s proprietary first-party data and campaign
delivery data to better understand audiences viewing habits and
interests. Businesses can then utilize the valuable insights to
inform and activate marketing campaigns directly, across any
digital property within NBCUniversal’s portfolio, with engagement
metrics to support a holistic measure of ad performance.
Federated Audience Composition in Adobe Experience
Platform
Federated Audience Composition enables brands to make high value
data residing in enterprise data warehouses actionable within
customer experience workflows, while minimizing the need to move or
copy data into Adobe applications. Adobe Real-Time CDP and Adobe
Journey Optimizer enable practitioners to build audiences, enrich
customer profiles with aggregated signals, make journey decisions
to power engagement and personalize channel content
in-the-moment—with data and audiences federated from data
warehouses and data platforms including AWS Redshift, Azure
Synapse, Databricks SQL, BigQuery and Snowflake. This creates a
seamless marketer experience while ensuring data security and data
administration controls are respected.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240326591642/en/
PR Contact Kevin Fu Adobe kfu@adobe.com
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